Identifying and Prioritizing the Most Important Factors Affecting the Willingness of Domestic Consumers to Buy Foreign Clothes- Case Study in Qom Province

Every year, billions of dollars are spent in the world to buy clothes, and the development path of many advanced countries is derived from the growth and development of this industry. This is despite the fact that currently Iran's clothing industry is not facing success even at the level of the domestic consumer. The current research seeks to identify and rank the most important reasons for the desire of domestic consumers to buy foreign clothes in Qom province. The current research is applied in terms of orientation and a quantitative study in terms of methodology. Also, due to the use of interviews and questionnaires as data collection tools, the research has a field nature. The theoretical population of the present research is the clothing industry experts of Qom province, including business managers, industry organization experts and companies' marketing unit, and the sampling method in this research is done in a judgmental way. Expertise and Prioritization questionnaires were used to collect research data. For this purpose, 19 factors affecting the willingness of domestic consumers to buy foreign clothes were identified through literature review and interviews with experts. Then, these factors were screened with fuzzy Delphi. The screened factors were prioritized by Seca technique. According to the obtained results, lack of proper branding, lack of investment in advertising, lack of work and fraud in production, inappropriate design and high price are among the most important reasons for the willingness of consumers in Qom province to buy foreign clothes. As a result, by focusing on the correction and strengthening of the above-mentioned items, a big step can be taken in the direction of consumers' tendency towards domestic clothing, as well as a stronger presence of this industry in international markets.